Analysis of Brand Image and Customer Trust Improvement Through Ethical Communication and CSR Practices at Bank Muamalat
DOI:
https://doi.org/10.55606/ijemr.v4i3.548Keywords:
brand image, consumer trust, CSR, Ethical Communication, Islamic bankAbstract
Public trust is a vital asset for Islamic banking, particularly in an era where consumers are increasingly conscious of ethical and social values. This study aims to examine the impact of ethical communication and corporate social responsibility (CSR) on brand image and consumer trust in Bank Muamalat. Adopting a quantitative explanatory approach, the study utilized the SEM-PLS analysis technique to analyze data collected from Bank Muamalat customers in key urban areas, including Jakarta, Bandung, and Surabaya. The results indicate that ethical communication has a significant influence on brand image, while CSR directly affects consumer trust. Additionally, brand image serves as a mediating variable in fostering consumer trust. These findings underscore the importance of integrating transparent and ethical communication with CSR practices, especially those that align with the Islamic maqasid shariah principles. By doing so, Islamic financial institutions can strengthen their credibility and establish long-term relationships with consumers. In a highly competitive and information-driven environment, ethical communication and CSR initiatives go beyond mere promotional tactics. They play a crucial role in building customer loyalty, enhancing institutional integrity, and maintaining public trust. For Islamic financial institutions, particularly in the post-truth era, these factors are instrumental in differentiating themselves from competitors and ensuring sustainable growth. This study highlights the strategic value of combining ethical communication with CSR practices that reflect the values of Islamic teachings. The integration of these practices not only enhances the brand image but also fosters greater consumer trust, which is essential for the long-term success of Islamic banking institutions in today’s market. Thus, ethical communication and CSR should be viewed as fundamental components of a holistic strategy aimed at building strong, lasting relationships with customers.References
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